May 15, 2024

How Automation is Transforming Sports Betting | A Conversation with Novig CTO & Co-Founder Kelechi Ukah

Jacob, CEO (Image)
Jacob Fortinsky


The world of sports betting is undergoing a transformation. Just as the rise of algorithmic trading and quantitative analysis has reshaped the stock market, the advent of automation and data-driven decision-making is changing the game for sports bettors and bookmakers alike. As the industry evolves at a crazy pace, it's crucial for bettors of all stripes—from seasoned sharps to casual dabblers—to understand how these powerful new tools are shaping the competitive landscape.

In this article, we'll take a deep dive into the current state of affairs in sports betting markets, examine the key drivers behind the rise of automation, and explore the implications for bettors and operators as the industry hurtles towards an increasingly algorithm-driven future. Along the way, we'll draw on insights from my friend and Co-Founder, Kelechi Ukah, CTO of Novig, to paint you a picture of where the world of sports betting is headed - and what it means for anyone looking to stay ahead of the curve.

So whether you're a tech-savvy bettor looking to sharpen your edge, an industry professional trying to make sense of the changing tides, or simply a curious observer of the space, read on. The future of sports betting is unfolding before our eyes, and it belongs to the innovators, the data hounds, and the relentless seekers of an edge.

Make sure to also check out the full episode with my Co-Founder Kelechi here:

The Current State of Sports Betting Markets

To understand where sports betting is going, you have to take stock of where we are at today. The current ecosystem boasts a diverse cast of characters - from casual bettors placing a few bucks on their favorite team to the seasoned professional bettors who approach the game with all the intensity of a Wall Street trader.

At the center of it all sit the sportsbooks and betting exchanges, the market makers who set the odds and facilitate the flow of wagers. Traditionally, oddsmaking has been a blend of art and science, with teams of linemakers poring over reams of data and relying on their own hard-won experience to find the true probability of a given outcome. But as Kelechi notes, the level of sophistication can vary widely depending on the sport.

"Some sports are far more conducive to the process of simulation, estimation, risk adjustment and sizing," he explains. In other words, the more data-rich the sport, the easier it is for bookmakers to lean on algorithmic models to set razor-sharp lines.

The result is a bifurcated market, where the most popular and heavily bet sports like football and basketball have grown increasingly efficient, while more niche offerings can still harbor pockets of inefficiency able to be exploited by savvy bettors. Still, the overall trend is clear: As the global sports betting market continues its relentless growth - Statista projects it will top $140 billion by 2028 - the margins for bettors and bookies alike are growing ever tighter.

The Rise of Automation in Sports Betting

Enter the machines. The past decade has seen an influx of quantitative talent into the world of sports betting, as mathematicians, data scientists, and engineers from the world of finance and tech have begun to turn their analytical genius on the challenge of beating the book. This surge in brainpower has fueled a rapid acceleration in the development and deployment of automated betting systems and algorithmic trading strategies.

Forward-thinking operators are already opening up their platforms to algorithmic players, providing APIs and data feeds that allow bettors to plug their models directly into the market. This democratization of data and tools is poised to accelerate the trend of automation even further.

But it's not just the bettors getting in on the automation game. Sportsbooks and betting exchanges are also locked in a constant arms race to harness the power of data and algorithms to sharpen their odds and manage their risk. In a world where fortunes can turn on a single injury report or weather forecast, the ability to rapidly assimilate new information and adjust prices accordingly has become a key competitive differentiator.

For those with the skills and the risk appetite to keep pace, the rewards could be substantial. But in a market where the machines are always one step ahead, the risks of getting left behind have never been higher. As the sports betting industry continues to evolve at a breakneck pace, the question is not whether automation will reshape the landscape, but rather who will be best positioned to capitalize on the opportunities it presents.

The Benefits and Risks of Sports Betting Automation

For bettors, the rise of automation holds both promise and peril. On the one hand, the growing prevalence of algorithmic trading should, in theory, lead to more efficient markets and better prices for everyone.

As Kelechi pointed out:

"The more people that are doing that, the more quickly markets achieve price discovery, the more efficient markets become."

In a hyper-competitive market where algorithms are constantly sniffing out and exploiting even the smallest inefficiencies, the odds should, on average, more accurately reflect the true probabilities of a given outcome.

But there's a darker side to this algorithmic arms race. As betting markets grow ever more automated, the gap between the haves and the have-nots - those with the technical chops and computing power to deploy sophisticated betting bots, and those without - will only widen. For the retail crowd, the dangers of getting picked off by a faster draw have never been higher.

The rise of automation raises thorny questions about the potential for market manipulation and systemic risk. In a market increasingly dominated by algorithms playing by their own rules, the risks of flash crashes or runaway feedback loops - while perhaps remote - can't be discounted entirely.

The Importance of Combining Quantitative Skills with Sports Knowledge

So what's an enterprising bettor to do in the face of such upheaval? The key, according to Kelechi is to cultivate a hybrid approach that marries quantitative chops with deep domain expertise.

"If you're someone who has a deep background in data science and mathematical modeling and game theory, market microstructure, et cetera, you'll do very well," he says. "But you really do need the combination of them both to really succeed."

In other words, blindly trusting the algorithms is a recipe for disaster. To truly gain an edge in today's hyper-efficient betting markets, you need to be able to contextualize the data within the unique contours of each sport. A model that works gangbusters for predicting NFL point spreads might fall flat when applied to Croatian soccer.  The sharpest operators are the ones who can seamlessly toggle between the abstract world of statistical analysis and the gritty realities of on-field matchups and coaching tendencies.

Of course, cultivating this kind of dual mastery is easier said than done. But for those willing to put in the work - to dig deep into the data while never losing sight of the human element of the game - the potential rewards have never been greater.


As the world of sports betting hurtles towards an increasingly automated future, it's easy to feel a sense of vertigo. The sheer speed and scale of the changes reshaping the industry can be dizzying, even for seasoned veterans of the game.

But while the rise of the machines may be disruptive, it need not be dispiriting. After all, sports betting, at its core, has always been a game of skill, a constant jockeying for position between those who can see just a little bit further than the rest. The tools may be evolving, but the underlying challenge remains the same: How do you identify and exploit inefficiencies in a hyper-competitive market?

For bettors willing to embrace the power of data and algorithms while never losing sight of the human intangibles that make sports so compelling, the future is bright. Yes, the competition will be tough. But for those with the right mix of quantitative savvy and sports IQ, there will always be opportunities to find an edge.